COIL Case Between University of Hawaii and Hong Kong Baptist University

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With continuous globalization and technological improvements, today’s marketers need to effectively design marketing strategies for global markets that companies of various sizes can pursue. An effective way for students to gain this experience without spending money on travel is to conduct COIL (Collaborative Online International Learning) classroom experiences. COIL was first established in 2006 and has grown in popularity for faculty worldwide, especially during COVID-19. The course intended learning outcomes for the „Services Marketing“ course in College of International Education- Hong Kong Baptist University (CIE-HKBU) is for students to understand and to recognize the customers‘ needs and behavior, to integrate marketing strategies with operations and human resources, and design marketing framework for business. The course intended learning outcomes for „Marketing Management“ in the College of Business and Economics- UH Hilo is for students to incorporate project management principles with their knowledge of marketing foundations. Students do multiple projects throughout the semester in various parts of the marketing process. To help students achieve these objectives from a global perspective, CIE-HKBU and the University of Hawaii created a unique learning experience for our students using the Collaborative Online International Learning (COIL) framework. Participants included university students from the University of Hawaii Hilo Bachelor of Business Administration Program and Associate Degree students in CIE-HKBU. The main goal of the COIL activity is to develop students‘ cross-cultural competence in the marketing field. The activity featured two presentations, one conducted at the beginning of the semester and one conducted at the middle-end of the semester.

Helen Tien, The University of Hawaii Hilo, United States
Angel Lai, Hong Kong Baptist University, Hong Kong